PhilTake #33 - The Guidelines, Part 3
Every business has six critical elements called Morphemes. Morpheme #1 is the Premise (covered in PhilTakes #16-20). Morpheme #2 is the Promise (PhilTakes #21-25): What is the company’s behavior delivering on the Premise? In PhilTakes #23-25, we discussed the Promise’s tie to an organization’s brand, and in the last PhilTake (#32), we introduced the importance of measurement, which must be tied to the Premise. In other words, it needs to be memorable. Let’s say a passenger ai